Study On Tourist Loyalty Model Of Traditional Chinese Medicine Tourism

Traditional Chinese medicine tourism is the organic integration of traditional Chinese medicine health service and tourism industry.It is a new form of tourism based on diffusing and experiencing traditional Chinese medicine.The development of Chinese medicine health tourism products and packages which combine and utilize the regional features can take advantage of the natural and historical resources as being the origin of Chinese herbal medicines,fully promote regional development and create employment opportunities,reflecting the value of agricultural multi-functional significance.At present,research on the traditional Chinese medicine tourism mainly has focused on the development of the resources and the byproducts.Lack of the research from the perspective of tourists’ demand leads to the absence of goal directed activity in the process of actual development.It is of great significance to explore the pattern of tourist perception in Chinese medicine tourism for the sake of sustainable development of traditional Chinese medicine tourism projects.This study aims at the construction of tourist loyalty concept model within traditional Chinese medicine tourism,as well as the discussion and analysis of the intrinsic constructs of tourists perceived value of traditional Chinese medicine tourism and the relationship between intrinsic constructs and tourist satisfaction and visitor loyalty.Taking Guangxi medicinal botanical garden and the Sanya Municipal Hospital of traditional Chinese Medicine as the examples of empirical research,formal survey was conducted in October 2016 to January 2017.512 questionnaires were collected and a total of 393 copies proved to be effective.The data analysis methods include descriptive statistical analysis,exploratory factor analysis,confirmatory factor analysis,structural equation model analysis and correction.The data analysis results show that the proposed measurement model of the dimensions of tourists’ perceived value and the tourists’ loyalty model have ideal reliability and validity,as the indicators of the basic and overall degree of fitting are theoretically acceptable.Four main conclusions can be obtained from this study.First,in the traditional Chinese medicine tourism,tourists perceived value,as a one-dimension variable,shows direct positive influence on both tourist satisfaction and tourist loyalty,while there is no sign of satisfaction’s function on loyalty.Second,social value,play value,health value,perception of monetary cost and perception of the quality of service system are the dominant dimensions of tourists’ perceived value in the traditional Chinese medicine tourism,whereas the epistemic value,aesthetic value,perception of non-monetary cost are not significant.Third,different dimensions of perceived value show distinct effect to tourist loyalty via multiple path.Forth,differences exist between research variables in terms of the background of tourists.This thesis provides a new perspective on the destination loyalty in tourism research,functions as the orientation for the development and management of the traditional Chinese medicine tourism projects,It was hoped that the results and conclusions would serve as an impetus in the promotion of Chinese medicine culture.